...Chapter 2- Evolution of Selling Models that Complement the Marketing Concept May-14-14 11:57 AM Marketing Concept- a philosophy that says the firm should co-ordinate all its activities to satisfy its customers whole achieving its own goal Marketing Mix- a set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product. These can be organized into four sets of variables; product, place, promotion, price Consultative Selling- an approach to personal selling that is an extension of the marketing concept. Emphasis is placed on need identification, need satisfaction, and the building of a relationship that results in repeat business Transactional Selling- a sales process that most effectively matches the needs of the value-conscious buyer, who is primarily interested in price and convenience The major features of consultative selling are as follows; 1. The customer is seen as a person to be served, not to be sold a. NEED DISCOVERY 1. The buyers needs are identified through two-way communication (key for sales person to learn about the needs of the consumer as much as possible) a. SELECTION OF THE SOLUTION 1. Helping the buyer make an informed and intelligent buying decision adds value to the sales process a. NEED SATISFACTION PRESENTATION 1. Emphasizes service at every phase of the personal selling process a. SERVICING THE SALE The Evolution of Strategic...
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...Environments 8 4.0 Different Leadership Styles 10 4.1 Compare the Effectiveness of Different Leadership Styles. 10 4.2 Leadership Styles between Haier and Uniqlo Co., Ltd.. 10 5.0 Management Approach 11 5.1 Functions of Management.. 11 5.1.1 A Basic Framework. 11 5.1.2 Framework between Haier and Uniqlo Co., Ltd. 11 5.2 Different Approaches to Management Used.. 12 5.3 Management Though between Haier and Uniqlo Co., Ltd... 13 6.0 Conclusion 14 References 15 Contents 1.0 Introduction 1 2.0 Various Elements of Marketing Process 2 2.1 Definition of Marketing 2 2.2 Company’s Marketing Philosophy 2 2.3 Holistic Marketing-Oriented Philosophy. 4 3.0 Benefits and Costs of a Marketing Orientation 6 3.1 Customer Satisfaction for Coca-Cola 6 3.2 Customer Retention for Coca-Cola 7 4.0 Macro and Micro Environmental Factors 8 4.1 Porter’s Five Forces Analysis. 8 4.2 PEST Analysis 9 5.0 Segmentation Criteria to Be Used for Products in Different Markets 11 5.1 Introduction of New Products 11 5.2 Market Segmentation 11 6.0 A Targeting Strategy for a Selected Product 13 6.1 Definition of Target Market 13 6.2 A Targeting Strategy for Coca-Cola 13 7.0 New Positioning Strategy for a Selected Product 14 7.1 Definition of Positioning 14 7.2 New Positioning Strategy for Coca-Cola 14 8.0 Buyer Behavior Affects Marketing Activities 15 8.1 Consumer Buying Behavior...
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...Marketing Ideology Roger D. Jermeay II Marketing and Promotion Baker College MARKETING IDEALOGY “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” Peter F. Drucker (2001). Marketing is more than definitions, abstract thinking, theory and being sales manager. It is a science that incorporates functional knowledge that operates, not in a vacuum, but based on accepted principles. The purpose of this report is to inform the reader about marketing in the United States of America. The American style of marketing is the advent of business’ to find a way to make a profit. It is a necessity for businesses to know the current situation of the social economic environment, without such knowledge it is impossible to reach the next level. In the case of marketing evolution, with time comes change and change is a necessity to evolve. As society grows so should a business’ marketing attitude to remain competitive in an ever changing environment. In the business world marketing is continually a key assist or major detriment to a business’ success. Marketing is define as: The activity, set of institutions, and processes for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large (Nickels, HcHugh, & McHugh, 2010). To further explain, marketing does for a company what a resume does for person applying for employment....
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...elements of the organizational culture. Bergstrom (2004) interpreted that entrepreneurial leadership has three dimensions: 1) take more risk; 2) favor change to obtain the advantage; and 3) compete aggressively. We will discuss the common elements of different theories and philosophies as it relates to the new definition of entrepreneurial leadership. I will discuss my leadership style that I aspire to be, and compare it to dimensions of other leadership styles. Entrepreneurs have a wealth of knowledge at their finger tips using tools and resources available through the Small Business Administration (SBA) and the website SCORE. We will explore and compile useful information that can be obtained from the SBA that entrepreneurs and new business owners can use to gain an advantage on start up. I will describe my personal principles of leadership and explain why I believe in them. Entrepreneurial Leadership Discuss the common elements described in the theories/philosophies of Case, Kouzes, and Drucker including how their principles/strategies relate to the new definition of entrepreneurial leadership. Entrepreneurial leadership is a complex style of leading. Individuals who practice this style are generally; driven, risk taker, aggressive and can recognize when change will give the advantage. Peter Drucker (1985) discusses several strategies of entrepreneurs, but “Fustest With the Mostest” is one that looks to the future. Entrepreneurs are looking to the future...
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...zoomlife café | Marketing Plan | | | Madhu Enjati | December 15, 2013 | For MKTU 605 Instructor- Virginia Silverman Table of contents Executive Summary……………………………………………..2 Company Description…………………………………………...3 Current Market Situation………………………………………..4 SWOT Analysis…………………………………………………6 Marketing Strategy...……………………………………………6 Mission………………………………………………………….6 Objectives……………………………………………………….7 Pricing…………………………………………………………...7 Action Programs………………………………………………...8 Financials………………………………………………………..9 Controls…………………………………………………………11 Resources……………………………………………………….12 Executive Summary The goal for this marketing plan is to present objectives, strategies and programs that will help bring Zoomlife Café a reality in the next 5 years. Zoomlife Café will provide an environment of social interaction and relationship building through its layout, furnishings and strong implementation of Customer Relationship Management (CRM) education and training for staff. Marketing will be paramount in making ‘Zoomlife’ a household term and synonymous with a memorable experience. To create this ‘vibe’ a strong utilization in print advertising and social media will be used in marketing efforts. Emphasis will be placed on creating an experience that makes customers want to come back. Target markets include: 1. College students 2. Local business professional and employees 3. Local musicians and artists Company Description...
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...unique, in addition, to be built on original estimated budget and within time schedule, and to rabidly engage potential customers. MARKETING ASPECTS IN RESTAURANTS (CAFÉS) DESIGN: H2 Banan teams deliver this marketability by designing, flexible buildings architectural and structural module that provide efficient use in all diverse functions of space in the restaurants, starting from dining halls which is need efficient design to maximize no. of dining tables, also utilization of natural...
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...popular fashion cities. While our initial goal is to open one boutique, expansion plans include an “atelier” to make people visit and create with us. In turn, we would hope to penetrate a sizable portion of the online fashion retail market and also offline retail market. 1.2 PRODUCTS & SERVICES The fashion and retail industry tends to be overly youth focused (Y generation) with a “dandy mood”. However, by closely following generational fashion trends as well as our own customers' purchasing preferences, we will tailor our inventory to meet the specific needs of our clientele. We will solely focus on the our styles, colors and fits to flatter our community needs of her figure will be our specialty. 1.3 MARKET ANALYSIS (pour les plus grandes villes où il y a les fashions weeks : Londres, HK, Milan, Paris, Madrid, NYC…) Si vous avez qlq chiffres. 1.4 STRATEGY & IMPLEMENTATION Like a Sir recognizes the importance of marketing. And to that end, we plan to promote our retail business with an ambitious, targeted marketing campaign, which will include a grand opening event, local media coverage, print advertising and a direct-mail campaign. Our goal is to keep our marketing budget to no more than 5% of our gross annual sales, and we will partner with local organizations such as the designers chambers, fashions places… as often as possible. 1.5 MANAGEMENT Vos CV 1.6 FINANCIAL PLAN On va voir, j’ai un excel ou réutiliser ce qu’il a été fait avant. 1.7 SOURCES...
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...Sigma Marketing: Strategic Marketing Adaptation Dana Pelt September 27, 2013 Marketing Strategies for Corporate Success PBA 654B Executive Summary Sigma Marketing began as a small family-owned business under a different name and management style than how it is currently structured today. They have since moved from a small regional provider of generic printing services to a provider of specialty advertising products around the globe. Over the years Sigma Marketing has been a leader in the industry and ahead of its time regarding marketing and their customers. Sigma Marketing has been able to find a way to recognize new market openings and to adjust their strategies as needed. The company continued to evolve from waiting for the customer to approach them for orders to using what they called “constant exposure advertising” by distributing desk calendars to customers as gifts. Sigma Marketing then shifted and refined its strategies towards being known and recognized for producing highly creative and high quality printing. This led the company to fulfill customer calendar orders for clients and then eventually into a “Total Service Package” for their “blue chip accounts” that not only benefited Sigma Marketing but their clients as well. Since 1967, when the company began, Sigma Marketing has witnessed changing marketing environments, changing needs and wants of their customers and new and improved technology. By utilizing current and prospective...
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...own clothing chain. Lai founded Giordano in Hong kong in 1981. Giordano’s success is measured by the company’s relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also renowned for its basic and practical men’s, women’s and children’s T-shirts and trousers, especially denims. In comparison, Giordano is very similar to the American based retailer The Gap. The product is sold under the brands of “Giordano”, “Giordano Concepts”, “Giordano Junior” and “Giordano Ladies”.[1] Giordano’s first beginnings were gloomy. It originally targeted the upscale market of Hong Kong and sold exclusively only men’s casual apparel and with too high prices, as a result, they were unsuccessful. However, this does not hinder Lai to continue his dream and transform the company. Combining what he learned from other successful internationally acclaimed brands such as United Colors of Benetton, McDonalds and Marks and Spencers, Lai created and centered his attention on simple, high quality styles, available in different colors and sold in reasonable prices. This huge make-over was coupled with their emphasis on satisfying their customers. The formula seems quite successful and they regained their position across China and Hong Kong. Now, they even opened stores in nearby countries such as Singapore, South Korea...
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...Promotion and Public Relations The marketing mix and the 4 Ps of marketing are an important part of any business plan. Promotion is the process an individual or businesses use to get the word out about their product or service to customers, stakeholders and the general public. Public relations is defined as the marketing function in which public attitudes are evaluated, helps to identify areas within the organization that may appeal to consumers, and can help to implement a program of action that will help to gain the public’s attention and acceptance. This paper will discuss the importance of using promotion and public relations in business. The objectives of sales promotions are to build product awareness, to create public interest, provide necessary information, to stimulate the demand for the product or service, and can also be used to reinforce a particular brand. Sales promotion techniques can be very effective in helping to expose new and current customers to products for the first time and can aid in important promotional components in the early stages of the new product introduction process. Sales promotion techniques are aimed at the determination to build product awareness among the public, as well as having the added bonus of seizing pertinent current customer data at the time of the product’s exposure. Sales promotion can act as an effective customer information gathering tool that can later be used as part of the company’s follow-up marketing efforts. Sales promotions are...
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...beverage industry acquired Pizza Hut, initiating its entrance into the restaurant industry. At that point in time, Pizza Hut consisted of approximately 3,200 units (Tricon website 2001). By 1989, Pizza Hut had stores in fifty four countries and in the same year the company opened its first location in the state of São Paulo, Brazil. The parent company Pepsico grew later with the acquisition of Taco Bell and KFC, each brand expanding through the development of company-owned units and franchises throughout the world. In an effort to sharpen Pepsico’s focus, in 1997, it announced a plan to separate the company’s packaged goods and restaurant businesses. The new company was named Tricon Global Restaurants, and upon its formation became the world’s largest restaurant company in terms of units, and second in the world in terms of sales (Pepsico websitepress releases). The Tricon corporate philosophy promotes “A passion for putting a ‘YUM’ on people’s faces around the world… that special eating experience that makes you smile and creates lifelong customers” (Tricon website 2001). For all three of its restaurant chains Pizza Hut, Taco Bell, and KFC; Tricon focuses on franchisee support programs and training for their customer-focused operating system. Pizza Hut entered Brazil in 1989 through engineer Edmar de Souza, who opened a second location shortly thereafter. In 1990, businessman and owner of Fábrica de Produtos Alimenticios Vigor, Ricardo Mansur, bought the two...
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...MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C 1. CURRENT MARKETING SITUATION COMPANY PROFILE: Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing, deodorants, and antiperspirants for personal care market. It offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr, Pearl Dust, and Supreme brands. The company was founded in 1872 and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings Limited. KEY TO SUCCESS: To build customer value, satisfaction and hardcore loyalty with the brand. Surf Excel Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. It might sound strange for a leading laundry brand like Surf Excel to say that dirt is good, but healthy activities involving dirt are essential to development. It's how kids learn express their creativity and it bolsters their immune systems. Dominating the washing powders markets in Pakistan for four decades; Surf has continued to change according to consumer needs. Being a pioneer, Surf had...
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...MARKETING PLAN: SURF EXCEL M.BILAL KHAN (2642) I.U.G.C 1. CURRENT MARKETING SITUATION COMPANY PROFILE: Unilever Pakistan Limited manufactures and markets home and personal care products, beverages, ice cream, and spreads in the United Kingdom. The company provides food products, such as soups, bouillons, sauces and dressings, noodles, complete meals, margarine and spreads, olive oil, and tea, as well as frozen foods; cleansing and hygiene products for the home care market; and skin cleansing, deodorants, and antiperspirants for personal care market. It offers its products under Close Up, Axe, Dove, Rexona, Sunsilk, Wheel, Rafhan, Surf Excel, Comfort, Lux, Pond’s, Lifebuoy, Lipton, Brooke Bond, Energile, Knorr, Pearl Dust, and Supreme brands. The company was founded in 1872 and is based in Karachi, Pakistan. Unilever Pakistan Limited operates as a subsidiary of Unilever Overseas Holdings Limited. KEY TO SUCCESS: To build customer value, satisfaction and hardcore loyalty with the brand. Surf Excel Surf Excel is the oldest detergent brand to be present in Pakistan since 1960. It might sound strange for a leading laundry brand like Surf Excel to say that dirt is good, but healthy activities involving dirt are essential to development. It's how kids learn express their creativity and it bolsters their immune systems. Dominating the washing powders markets in Pakistan for four decades; Surf has continued to change according to consumer needs. Being a pioneer, Surf had...
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...strategy that gives priority to innovation as a competitive advantage offered. This company believes that innovation to be the cornerstone of 3M’s future success. Current management has continued to embrace and expand these policies and philosophies. That is why researchers interested in evaluating policies and 3 M that philosophy is based on the innovation in the implementation of the strategy of differentiation 2. Motivation Motivation researchers conducted a study of control for differentiated strategies in Minnesota Mining & Manufacturing Corporation (3M) because the researchers wanted to know more about the factors that influenced the design of the system and also the policies and philosophy rooted in the innovations made by 3M Corporation. By studying and examining the existing policy and philosophy that is rooted in innovation from the company, researchers can get a clearer picture of how to do a proper evaluation and what steps should be taken when problems arise in the future. 3. Research Question Evaluate the policies and philosophies of 3M from the standpoint of helping the company implement its strategy, rooted in innovation. 4. The Aim/Objectivity To provide evaluation policies and philosophies used by the 3M Corporation in implementing the strategy of differentiation that is rooted...
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...Mary Kay Cosmetics: Asian Market Entry Case Study International Marketing 466 Curran Dandurand, the senior vice president of Mary Kay Cosmetics Inc.’s (MKC) global marketing group is considering how to expand the company’s international operation. She is debating which elements of MKC’s culture, philosophy, product line, and marketing programs might be transferable both in general and in particular in respect the China and Japan, two major Asian markets in which MKC does not have a presence. Dandurand must decide whether to enter either or both of these markets (or neither) and, if so, what marketing entry strategy to pursue. This case gives your global marketing team the opportunity to: 1) explore why two companies (Avon and MKC) in the same business (the direct selling of cosmetics) differ so greatly in the percentages of their sales that are international 2) examine the transferability of a corporate value system developed in the United States to foreign subsidiaries 3) identify the criteria that should determine which country markets a multinational should enter and to assess two countries against these criteria 4) contrast the implications for marketing strategy and tactics of being a late entrant in a mature market versus a relatively early entrant in an emerging market The objective of the case is to focus on the following issues and dilemmas: 1. Why has MKC not been as successful as Avon in penetrating international...
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